If Fashion Doesn’t Exist In Vermont Then Why Is Everyone Starting To Dress Like Us?
Hippies and “crunchy” style are nothing new in Vermont. But, in my lifetime, it has never really been considered high fashion. Birkenstocks were saved for English teachers and workwear was worn by adults who worked with their hands. Flannel had a resurgence in the 90s due to grunge, which was fun for all of us kids in Vermont who already had them and probably confusing for older Vermonters who had been wearing them all along. And Carhartt had a rise in the 80s in Hip Hop. But, never have I witnessed the space we are in now.
As you probably already know, I am a Wardrobe Stylist in Vermont. I have always loved fashion and the state I live in has decidedly opted out of the Fashion world. (See my first blog post for more of my journey.) Many people believe that Vermont has no style at all. It is such a firmly held belief that Vermont Public did a Fresh Air episode about it called Beyond Flannel and Birkenstocks: Local Designers and a Stylist on Vermont Fashion. I am a guest speaker on the episode with some amazing designers. However, what you might find most entertaining are the call-ins.
Let’s talk Vermont Fashion
Vermont fashion designer and owner of Slow Process, Sam Zollman and me at the Vermont Public recording studio getting ready to go live.
Hearing the show one might think, yeah Vermont has a small group of people who care about fashion but overall no real style exists in these Green Mountains. And, if you kept your head down, didn’t go on social media, Pinterest, or read blogs you might miss the fact that something is definitely happening. You see, there is an influx of people posting pictures of themselves in the middle of the city looking like they just got off the bus from Vermont. Perfectly curated images of them shopping in markets, going to coffee shops, walking down crowded city streets looking like they just had their first haul at an outdoor gear clothing store and then suited up for their first day on the farm. Clean, crisp Carhartts. Perfectly tousled hair under a beanie. Work boots that have never worked or fresh Birks right out of the box. They look a bit like they are “playing Vermonter” and I have to say I don’t hate it. This trend is getting so popular, that in a matrix level twist, it is showing up in Vermont. Call them Granola Girls, call them Carhartt Cowboys (love this term from Edgy Albert), call them whatever you want, but what I see is the appreciation of everyday people.
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“The granola aesthetic is a modern hippie look with lots of prints and accessories. It includes beanies, baseball caps, dainty jewelry, flannels, fleece jackets, cargo pants, national park tees, baggy sweatshirts, leather sandals, rugged boots, and any kind of hiking gear. The granola girl gravitates toward fabrics like linen, corduroy, denim, and fleece, and she always looks prepared for a scenic walk in the forest.”
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While the Quiet Luxury trend is all about mimicking the uber rich - the ones so rich that they don’t care about logos and flaunting their wealth and instead wear luxury fabrics and perfect tailoring - this trend is about mimicking the New England rural working class.
Maybe more people are buying second homes in upstate NY or in Vermont? Or, maybe people are sick and tired of clothing that looks cheap and are starting to realize that work clothes and wool sweaters last? Or, maybe people are wanting a simpler, closer to the earth type of lifestyle and dressing like a farmer in Vermont makes them feel good? Or is it the Noah Kahan effect? Is he making Vermont cool or is the Vermont effect making him cooler? Whatever, it is, I’m in. I am in a nostalgic heaven wearing the same style of carpenter pants my dad has been wearing since the 80s. I love sharing a Carhartt vest with my 18 year old daughter. And, my feet have never been happier since I fully embraced the magic of Birkenstocks. I had no idea this was something I wanted and here it is. I hope it is a trend that sticks around for a while.
Welcome fashion world. Vermont has been waiting for you.
Here are some Vermont essentials from Vermont designers and Vermont stores:
And remember, no matter where you are, whether you are visiting Vermont or you are in your own hometown, shop local businesses. They need you.
Love, Lisa